Board of Directors Meeting - May 2021 - Experience Kissimmee
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Board of Directors Meeting
May 2021
President & CEO Report
By the Numbers: TDT Collections
7,500,000.00
6,500,000.00
5,500,000.00
4,500,000.00 $4,442,221
3,500,000.00
$2,531,504 $2,633,909
2,500,000.00
$1,757,764
$2,134,569
1,500,000.00
$1,827,437
500,000.00
OCT NOV DEC JAN FEB MAR APR MAY JUN JUL AUG SEPT
2020/21 2019/20 2018/19 2017/18 2016/17 2015/16 2014/15
By the Numbers: TDT Breakdown
March TDT Collections ($4.44M vs. $3.47M) were 27.9% higher than prior year
Hotel/Motel,
23.6%
Timeshares,
6.1%
Vacation Homes,
69.3%
RV Parks/
Campgrounds,
1.0%
By the Numbers: Lodging
TEXT GILL SANS HOTEL/MOTEL %Δ VACATION HOME %Δ
20PT
Occupancy 46.7% 12.3% 63.9% 9.8%
ADR $91.54 1.6% $295.76 6.4%
RevPAR $47.78 14.2% $189.08 17.4%
Preliminary Reporting
By the Numbers: Partner Investments
OCT - MARCH APRIL YTD TOTAL YTD TOTAL
FY 20/21 FY 20/21 FY 20/21 FY 19/20
REVENUE $78,695 $770 $79,465 $181,766
IN-KIND $84,224 $8,957 $93,182 $343,629
CO-OP
$0 $0 $0 $885,830
MARKETING
FY 20/21 NON-PUBLIC FUNDS $172,646 $1,411,225
Business Applications & Insights
Strategic Plan KPIs
Domestic Search 1.2.1 Detail
International Search 1.3.1 Detail
Group Potential 1.5.2 Detail
Sports Realized 1.6.2 Detail
Cash Revenue 4.2.2 Detail
In-Kind Revenue 4.2.3 Detail
Industry Partner Relations
By the Numbers: Industry Partners
CATEGORY PARTNERS
DINING 191
MEETING SERVICES 235
PLACES TO STAY 213
SHOPPING 27 Out of Business
(as of April 30, 2021)
SPORTS FACILITIES 10
4 Partners
THINGS TO DO 176
TRANSPORTATION 61
VISITOR SERVICE 9
TOTAL 922New Industry Partners
PARTNER NAME CATEGORY
42CHAT MEETING SERVICES
7593 CHOPHOUSE DINING
BIG JOHN'S ROCKIN' BBQ – BY THE
DINING
LAKE
DJME EVENTS MEETING SERVICES
PREMIER VRBO LLC PLACES TO STAY
SWEET SPOT SNOBALLS DININGNew Industry Partners Cont.
PARTNER NAME CATEGORY
VINES GRILLE AND WINE BAR DINING
WHITE CASTLE DINING
XPODIGITAL MEETING SERVICESPartner Survey What types of content do you like or would you like to see more of in our Partner Newsletter?
Partner Survey At Experience Kissimmee, we want to make sure we're providing our partners with all the information you need to feel supported and informed. How often would you like to receive the Partner Newsletter moving forward?
Partner Survey We've loved all our recent EK virtual events...but we also miss seeing all your smiling faces! When will you feel comfortable attending in-person partner events again?
Partner Survey How's the outlook for your business for the rest of the year compared to this same time last year?
Partner Event
Level Up: Making the Most of Your EK Partnership
Virtual: April 7, 2021
o Focus on International
o Third educational session in series
o Expedia and VRBO provided market insights and anticipated
travel trendsPartner Event
Partner Orientation
Virtual: April 21, 2021
o Overview of EK
o Programs and benefits
o How to work with each departmentPartner Event
No Handshakes Required – Networking Event
Virtual: April 28, 2021
o Sponsor: Play with a Purpose
o Interactive experience with engaging games and trivia
o Sponsored prizes from Shack SweetsInternational & Domestic Sales
International Sales Activities: April
INT'L REP FIRMS DOMESTIC MTD YTD
CO-OPS 0 0 0 0
FAMs 0 0 0 0
SALES CALLS 205 45 250 1,007
SALES MISSIONS 1 0 1 1
SIGNATURE EVENTS 1 0 1 1
TRADE SHOWS 0 0 0 7
#
517 0 517 4,534
OF AGENTS TRAINEDInternational Sales Activity
Kissimmee Power Hour
Virtual: April 7 and 28, 2021
o Monthly webinar to travel trade in different international
markets
• April 7 – Canada: with
and had 351 attendees
o April 28 – UK & Ireland: with Jeeves Florida Rentals
and Wild Florida and had 25 attendeesMeeting Sales
Meeting Sales Success: Leads
APRIL 2020 APRIL 2021 YOY
REQUESTED REQUESTED LEADS REQUESTED
LEADS SENT LEADS SENT
ROOMS ROOMS SENT ROOMS
75 129,886 113 114,551
51% -12%
REBOOKED: 5 REBOOKED: 2,829 REBOOKED: 1 REBOOKED: 195Meeting Sales Success YTD: Booked
FISCAL YTD 19-20 FISCAL YTD 20-21 YOY
LEADS CONTRACTED CONTRACTED RO LEADS CONTRACTED
LEADS BOOKED
BOOKED ROOMS OMS BOOKED ROOMS
108 161,224 93 97,263
-14% -40%
REBOOKED: 1 REBOOKED: 814 REBOOKED: 36 REBOOKED: 22,469Future Meetings Booked
Booked through Meeting Sales Incentive beyond Sept. 30, 2024
2024 2025 2026 2027 2028 2029 TOTAL
BOOKED MEETINGS 6 15 7 1 0 1 30
REBOOKED MEETINGS 2 1 3
CONTRACTED ROOM
7,937 34,667 35,242 3,246 0 6,873 87,965
NIGHTS
REBOOKED CONTRACTED
3,733 4,122 7,855
ROOM NIGHTSMeeting Sales Activities
PCMA Capital Chapter GMID
Virtual Webinar: April 8, 2021
o Event sponsor: highlighted
destination and meeting incentive
o 144 (54 planners) Washington D.C.
area PCMA members attended
• Received 2 RFPs; 700 total
potential room nights for 2021Meeting Sales Activities
CMCA (Christian Meeting Conference
Association) Conference
Colorado Springs, CO: April 13-15, 2021
o 110 faith-based planners; 42 suppliers
o Received 10 RFPs; 10,000+ total potential
room nights for 2022 and beyond
• Served on planning committee and
sponsored a break
• One of the panelist for "Executing a
Meeting in a Covid World" sessionMeeting Sales Activities
SGMP Central Florida Chapter
Virtual Webinar: April 15, 2021
o 13 attendees
• Destination presentation and
value of working with CVBs
• Included presentation from Give
Kids the World for CSR and
teambuildingMeeting Sales Activities
Independent Planners Education
Conference
Louisville, KY: April 21-23, 2021
o 112 attendees
o 22 one-on-one appointments;19 new
contacts
o 7 RFPs; 3,505 total potential room
nights for future datesMeeting Sales Activities
ConferenceDirect Industry Insights
Virtual Webinar: April 22, 2021
o 84 CD associates; 251 customers
• Facilitated two breakout sessions on
health and safety
• Partnered with 42Chat vendor, and sent
as partner prospect to Industry Partner
Relations teamMarketing & Brand Strategy
Topline Total Site Performance (as of 5/7)
o Sessions: +75K
Local o Partner Referrals: +4K per week
o Subscriptions to newsletter: 106
Campaign o Clicks on Tickets in Navigation: +3K
• Clicks to Buy Tickets: 1,757
Performance o Clicks to Deals & Discounts CTA: 437
Benchmarks during Campaign vs 3 Months Prior
o Average Weekly Sessions: 35.6K vs 20.4K
o Average Partner Referrals: 4,012 vs 1,198Spring Break Like a Local Ads
Advertorials
Orlando Sentinel
o Part of our Local Campaign efforts
o Live 4/21
Orlando Weekly
o Live in 4/14 editionApril Consumer Newsletter
Theme: Kissimmee Like a Local
o Open Rate: 11%
o Best Performing Content: Partner
Deals & Free Things to Do in
KissimmeeTravel Trade Page
Updated the Travel Trade Subsite
o Added new trade newsletter sign up
o Created new webpage with digital
EK International Destination Guide
in four languagesPinterest Board Highlights Created New Pinterest Boards o Provides more brand consistency o Enhances overall look and feel
What's New in Kissimmee Infographic
Toes in the Sand: Social Media Graphics
Mother's Day Spotify Playlist Graphic
Earth Day
April 2021 posts:
o Toes in the Sand around Kissimmee
o Spring Festivals and Events in Kissimmee
o KissimmeE=mc2: Fun & Educational Vacations in
Kissimmee
o 6 Things to Do on a Rainy Day in Kissimmee
o When's the Best Time to Visit Kissimmee?
Blog o Fishing for the Big Catch in Kissimmee
o Updated: Latest Central Florida Theme Park
Posts UpdatesKissimmee On-The-Go | Melia Orlando Celebration
Partner Newsletter
Social Media
Performance Summary
o Social Activity Leader
o Most growth on Facebook
o #Easter
o 0.25% engagement rate
o Bounce Rate: +11%
o Web Traffic: +337% MoM
o Blog:
o Users (+24%)
o Sessions (+22.6%)
o Organic Partner Clicks: +46% MoM
o Paid Clicks: +165%Facebook
Page Likes: 1.3M
o -1% YOY
o +0.1% MOM
Likes: 14,601
o +212.3% YOY
o +221.5% MOM
Total Impressions: 4.1M
o +408.3% YOY
o +155.2 MOM
Total Engagement: 93,911
o +433.2% YOY
o +262.8% MOM
Paid Impressions: 3.5M
Paid Post Engagements: 349.1K
o +354.4%Instagram
Followers: 61,176
o +1,715 YOY
o +388 MOM
Feed Posts: 29
o -51.7% YOY
o -6.5% MOM
Stories Post: 146
o +5.8% YOY
o +1.4% MOM
Total Engagement: 9,891
o -10.3% YOY
o +1.7% MOMTwitter
Followers: 49.5K
o -1.3% YOY
o +2.4% MOM
Tweets: 68
o -6.8% YOY
o -16% MOM
Impressions: 107.6K
o -10.9% YOY
o -50.3% MOM
Total Engagement: 3,103
o +45.3% YOY
o -51.6% MOMPinterest
Viewers: 232.2K
o +43.6% YOY
o -29.3% MOM
Impressions: 275.1K
o +34% YOY
o -26.6% MOM
Total Engagement: 5,228
o -26.2% YOY
o -16.4% MOMLinkedIn
Likes: 397
o +35% MOM
Updates: 13
o 0% MOM
Comments: 14
o +133.3% MOM
Followers: 3,649
o +3% MOMTikTok Total Followers: 2,669 Total Likes: 24,500 Total Posts (Monthly): 19 Total Engagements (Monthly): 1,583
Events & Partnerships
White Castle Orlando Taste of Epcot International Reunion Resort
o Facebook Live: 70.6K people Flower & Garden Festival o Facebook Live: 15.7K people reached
reached o Twitter: 9.5K impressions o TikTok: 408 views
o TikTok: 23.4K views o Facebook Live: 5.5K people reached o "21 Questions" Video Tour to be
o Twitter: 3.5K impressions o TikTok: 945 views released this week
o Instagram Reels: 84 viewsCommunications
o Media Mentions: 50 (44 traditional media, 6
organic social posts)
• Brazil: 2
• Canada: 1
• Colombia: 1
• Mexico: 10
• UK: 1
• U.S.: 29
Public o Total Impressions: 23,093,231
Relations o Press Releases
• EK Welcomes New VP of Marketing and Communications
• Celebrate Earth Day in Kissimmee
• Mexican Market Update - Trade Media
• Sports Events Coming to Kissimmee
• Unique Jobs in Kissimmee (National Travel and Tourism
Week)
o FAMs
• Canadian Kids Takeover – Virtual FAM
• Matador (Individual Media Visit)Top Articles
Unique Jobs in Osceola Kissimmee: A World of Fun 5 things to know about the
County Paddling Center in Kissimmee
o Reforma
o WESH 2 News o CF News 13
o Mexico
o Local o Central Florida / Local
o Print and online
o TV and online o TV and online
o Reach: 6 million
o Reach: 4 million o Reach: 2 millionSports Development
Hosted Event RussMatt Spring Training Baseball Various: Feb. 20-March 20, 2021 o Participants: 600 o Spectators: 417 o Room Nights: 3,114
Hosted Event PFX The Spring Games Various: Feb. 27-March 14, 2021 o Participants: 619 o Spectators: 371 o Room Nights: 1,960
Hosted Event Easter International Soccer Cup Austin Tindall Sports Complex: March 31-April 4, 2021 o Participants: 2,296 o Spectators: 5,281 o Room Nights: 9,935
Hosted Event Kissimmee Klassic Fortune Road Athletic Complex: April 1-3, 2021 o Participants: 201 o Spectators: 462 o Room Nights: 645
Upcoming Events
Upcoming Events o May 18-21 ALHI Leadership Summit hosted by Omni Orlando: Kissimmee, FL o May 20 Imprint Events – Florida Road Show:Virtual Event o May 21-23 MPI Greater Orlando Board Retreat: New Smyrna Beach, FL o May 28-31 AYF King of Spring Championship: Austin Tindall Sports Complex o June 1-3 EK Virtual Vacation – Mexico/Colombia o June 3-6 US Open Footgolf: Encore Resort at Reunion o June 5-6 Summer Faceoff Lacrosse: Austin Tindall and Omni Orlando o June 8-10 EK Virtual Vacation – UK/Ireland/Europe o June 9-12 Summer Knockout Wrestling: Celebration High School o June 15-17 EK Virtual Vacation – Brazil o June 15-17 MPI WEC (World Education Conference):Virtual Event o June 15 EK American Express Quarterly Webinar:Virtual Event o June 21-23 EK Virtual Vacation – Canada o June 24 EK Meet Me In Kissimmee #2 Webinar:Virtual Event o June 29-July 1 FSAE Annual Conference: Orlando, FL
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